IKEA, -відомий шведський роздрібний продавець меблів, використав технологію 3D-друку для просування своєї останньої кампанії з набору персоналу, яка має на меті зайняти ключові технічні посади в Нідерландах, Швеції, Німеччині та Швейцарії.
IKEA's latest "Taste the Future" campaign invites candidates to participate in a unique job interview and taste a plate of plant-based 3D printed Swedish meatballs, with the aim of appealing to a diverse range of digital professionals.
△ IKEA's plant-based 3D printed Swedish meatballs, the picture comes from IKEA
IKEA також оголосила про плани пропонувати до 2025 року 50% страв із рослинної{1}}ї їжі у всіх своїх ресторанах. Але ще невідомо, чи будуть фрикадельки, надруковані 3D-, у вашому місцевому меню IKEA найближчим часом .
Pascal Pauwels, IKEA Group Chief Information Officer, said: "IKEA is at the beginning of a journey to embrace data and technology to become more affordable, convenient and sustainable in an omni-channel environment where those with the imagination will play an important role in exploration. So we are looking for people who want to work together to create a better everyday life, and this event is a good opportunity to start a conversation."
3D надруковані фрикадельки
IKEA's Swedish meatballs are a signature of their company's delicacy, and coupled with their reputation for 3D printing, there's a certain appeal to those less familiar with the technology that will undoubtedly interest candidates.
IKEA's recruitment campaign hopes to attract a variety of technical talent to fill the 150 positions offered across Europe. These 3D printed meatballs will be offered to selected candidates as part of IKEA's normal application and interview process.
Karen Rivoire, head of employer branding at IKEA, said: "We are looking for down-to-earth data scientists, architects of the future, web guardians, engineers and common sense creators who want to create a better everyday life for the less affluent majority."
△ 3D printed meatballs are part of IKEA's latest recruiting campaign, photo via IKEA
Speaking of the meatballs themselves, it was produced by a 3D food printer and reproduced the texture, taste and appearance of the original meatballs, but without the meat. This plant-based alternative was born out of IKEA's experimentation with new technology to make meatballs more sustainable.
Ikea is vague about the food 3D printing technology involved in making the meatballs, and it's unclear whether it leverages third-party technology and hardware or developed the technology in-house. It is considered more likely that third-party technology is used.
IKEA вже пропонує фрикадельки на основі рослин{0}} та традиційні фрикадельки в ресторанах, а також зобов’язалася пропонувати 50 відсотків основних страв рослинного походження в своїх магазинах до 2025 року. Проте компанія каже, що поки не планує розмістити 3D-надруковані фрикадельки в меню ресторанів.
△ IKEA hopes that vegetarian 3D printing will attract the interest of a new generation of scientific and technological talents. The picture comes from IKEA
It's clear, at least for now, that 3D-printed meatballs are just a marketing gimmick for IKEA to attract the next generation of data and tech talent by getting eyeballs on this marketing campaign. What's more interesting, however, is that 3D printing technology is also booming, with mainstream brands using the technology as a hook at such events.
Головна роль 3D-друку в маркетингових кампаніях
Examples of additive manufacturing as a new or revolutionary technology being used for marketing purposes abound, including a recent advertising video by the British Heart Foundation. The foundation is funding the development of 3D-printed hearts to save children's lives, and the technology may be one of those mentioned at the recent "This Is Science" campaign, which called for donations to "turn sci-fi into reality" ".
Звичайно, застереження для цієї події полягає в тому, що до 3D-друку справжнього серця ще далеко. В даний час розгортання 3D-друку в цій галузі значною мірою обмежується моделями пацієнтів та дослідженнями тканинної інженерії.
△British Heart Foundation advertisement on the London Underground, photo by Michael Petch
Interestingly, behind the wave of 3D printing hype in 2013-2014, brands like Coca-Cola, Carolina Herrera, Louis Vuitton, Macy's, Netflix, Nike, and others adopted 3D printing in some ways as part of their omnichannel marketing strategies. The Ekocycle 3D printer, developed by Coca-Cola in 2014 in partnership with 3D Systems and musician Will.i.am, is a prime example, and 3D printers were added to Macy's back-office stores in 2015 as the retailer tries to attract The new millennial consumer demographic.
Armani використала технологію 3D-друку Massivit, щоб створити пару взуття з 3D-структурою на великому рекламному щиті на відкритому повітрі та встановила його на рекламний щит, поєднавши 2D-друк і 3D-друк, щоб створити кращий рекламний ефект.
Чи 3D-друк з’являється в рекламній кампанії як ознака того, що ось-ось вибухне нова хвиля галасу?
